We are in the year 2009 and in approximately 23 days it will be the year 2010. Technology has consumed our culture. Remember when cell phones and computers were a mark of luxury? Now, they are practically a necessity and just about everyone owns them.
It is pretty evident that as PR practitioners we will need to be technologically savvy and understand digital media. Shannon Nelson of Pierce Mattie Public Relations in New York states: "Clients will need to be educated on digital media. I use digital media to be the umbrella for everything online from digital magazines, to websites, to podcasts, to blogs, to life streaming to social media ". The evolution in the ways we communicate and promote is actually astounding. Many companies are probably comfortable with the traditional methods of communicating their brands or ideas. However, as their PR people it should be us showing them what's new and effective.
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